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MARKETING MANAGEMENT12th edition
6 Analyzing
Consumer Markets
Kotler Keller 6-2
Chapter Questions
• How do consumer characteristics influence buying behavior?
• What major psychological processes influence consumer responses to the marketing program?
• How do consumers make purchasing decisions?
• How do marketers analyze consumer decision making?
6-3
Emerging Trends in Consumer Behavior
Metrosexual –Straight urban manwho enjoys shoppingand using groomingproducts
6-4
What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
6-5
Culture
The fundamental determinant of a person’s wants and behaviors acquired through socialization
processes with familyand other key institutions
6-6
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests
6-7
Insight into the subculture of wine enthusiasts
6-8
Fast Facts About American Culture
• The average American:– chews 300 sticks of gum a year– goes to the movies 9 times a year– takes 4 trips per year – attends a sporting event 7 times each
year
6-9
Social Classes
Upper uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower lowers
6-10
Characteristics of Social Classes
• Within a class, people tend to behave alike• Social class conveys perceptions of inferior
or superior position• Class may be indicated by a cluster of
variables (occupation, income, wealth)• Class designation is mobile over time
6-11
Social Factors
Referencegroups
Social roles Statuses
Family
6-12
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
6-13
Family
• Family of Orientation– Religion– Politics– Economics
• Family of Procreation– Everyday buying
behavior
6-14
Targeting Women and Their Families
6-15
Roles and Statuses
What degree of status is associated with various occupational roles?
6-16
Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
6-17
Behavior changesaccording to life cycle stage
•Family•Psychological•Critical life events
6-18
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
6-19
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
6-20
Figure 6.1 Model of Consumer Behavior
6-21
Key Psychological Processes
Motivation
MemoryLearning
Perception
6-22
Motivation
Freud’sTheory
Behavioris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by
lowest, unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided by
satisfiers anddissatisfiers
6-23
Maslow’s Hierarchy of Needs
6-24
Herzberg’s Two-Factor Theory
6-25
Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
6-26
Figure 6.3 Dole Mental Map
6-27
Encoding Brand Associations
6-28
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
6-29
Problem Recognition
6-30
Sources of Information
Personal
ExperientialPublic
Commercial
6-31
Figure 6.5 Successive Sets
6-32
Evaluation of AttributesTable 6.3
6-33
Figure 6.6 Stages between Evaluation of Alternatives and Purchase
6-34
Non-compensatory Models of Choice
• Conjunctive– Each brand must meet minimum cutoff
standard on attribute A and attribute B and attribute C, etc.
• Lexicographic– Chose brand that has the best performance on
most important criterion.• Elimination-by-aspects
– Eliminate brands that do not meet minimum standards of performance.
6-35
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
6-36
Figure 6.7 How Customers Use and Dispose of Products
6-37
Other Theories of Consumer Decision Making
Involvement• Elaboration
Likelihood Model• Low-involvement
marketing strategies
• Variety-seeking buying behavior
Decision Heuristics• Availability• Representativeness• Anchoring and
adjustment
6-38
Mental Accounting
• Consumers tend to…– Segregate gains– Integrate losses– Integrate smaller losses with larger gains– Segregate small gains from large losses
6-39
Marketing Debate
Is Target Marketing Ever Bad?
Take a position:1. Targeting minorities is exploitative.2. Targeting minorities is a soundbusiness practice.
6-40
Marketing Discussion
What are your mental accounts?
Do you have rules you employ inspending money?Do you follow Thaler’s four principlesin reacting to gains and losses?
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